Share via

Brand Potter has sprinkled stardust on Lego. The boy magician, in miniature form, was one of the biggest successes of a year in which the Danish toymaker’s sales soared by nearly 50 per cent in Britain.

Marko Ilincic, its UK managing director, said the Harry Potter licence, its long-standing Star Wars line and its own Minifigures range had been the top performers.

He shrugged off the challenges posed by rising costs and subdued consumer confidence, insisting that when the economy worsened, parents looked for toys that would have enduring appeal.